Very useful but begs the question: how can we use this finding to execute better startups? In other words, how can we shift our actions to become more “evolutionarily current”, fitting with the times?

[Disclosure: I was founding CTO at one of Idealab’s companies in 2004-2005, Snap.com. It did not succeed in overturning the predominant search UI paradigm of the time then; or of now, for that matter.]